The purpose of the study is to identify the specifics and direction of the digitalization of the sports industry in Russia. Research methods and organization: analysis of scientific and methodological literature (study of reporting and analytical materials), content analysis of materials available on the Internet. Various concepts of implementing digital technologies in the field of sports have been analyzed. Research results. Practice shows that the use of artificial intelligence significantly impacts all processes within sports organizations. Opportunities are also emerging in the mass sports segment, thus it is important to integrate technologies into the sports industry in order to attract as many people as possible to engage in physical culture and sports.
Dimitrov et al. (Fri,) studied this question.